Marriott signs record 35 hotels in Europe in 2017

Marriott International has announced that 2017 represented its most successful year to date for signing development contracts in Europe, adding 35 hotels and signing 12,000 rooms.

The company operates or franchises more than 547 properties and 110,000 rooms in 40 countries and territories in Europe, representing 9% of its global room distribution,

Marriott is now the third largest hotel group in Europe, and with the acquisition of Starwood, doubled in size in Italy, Germany, Poland, Sweden, Portugal, Georgia, Greece, Serbia and Turkey. The signed pipeline for Marriott Europe has more than 200 hotels and over 36,000 rooms.

Marriott opened its first property in Europe in 1975, the Marriott Amsterdam, and five new brands have launched into the continent in recent years, starting with AC Hotels, a joint venture with the Spanish lifestyle brand AC.

This was followed by the introduction of Autograph Collection Hotels – independent, boutique-style hotels, one of Marriott’s fastest growing brands, which has quickly grown to 135 hotels worldwide, with five new European locations added in 2017 including Madrid, Munich and Florence.

Nine further additions are planned for 2018 in cities including Rome, Athens and London.

Most recently, Marriott launched its first affordable lifestyle brand, Moxy Hotels, in Europe, now with 20 open hotels across the continent. More than 50 signed Moxy hotels across 40 destinations are expected to open between now and 2020.

With hotels already established in Berlin, London and Amsterdam, anticipated openings in key destinations this year include Warsaw, The Hague, and Copenhagen. Combining contemporary style and approachable service, Moxy appeals to the next-generation travellers offering a tech savvy, high energy, playful experience.

Carlton Ervin, Chief Development Officer, Europe, Marriott International, said: “After a successful year in 2017 which built on the added portfolio of hotels that the Starwood merger brought to Europe in 2016, Marriott International is well placed to continue its focus on growth for the continent.

“With the choice of 23 brands across all lodging tiers we had a historic year for signing deals in 2017, so the momentum for this year is terrific. With more than 200 hotels in the pipeline for Europe, we will continue to increase our European presence this year, entering new markets with properties coming to Belfast, Kiev, Mostar and Tblisi; joining key openings in Paris, London, Amsterdam and Athens.”